The Santiago Solutions Group has chosen to celebrate this Holiday Season by donating in honor of our friends and our clients to a special program to help those who really need it: the migrant children and families at the border. The collaborative program, shared and led by the ... Read More

According to SSG’s primary survey, 68% of Spanish Dominant Hispanics who can vote in Federal elections feel very to extremely confident that they will go out and vote in the November 2018 mid-term elections.

Spanish Dominant Hispanics consider that Immigration, Racism, Homeland Security, Gun Control And Health Care are the top 5 issues facing the country. The ranking of these issues don’t change between Millennials and Xers/Boomers but the level of importance for Immigration and Health Care is significantly higher among Spanish Dominant Xers & Boomers. Interestingly, Racism is identical regardless of Generation.

Gen Zers and Millennials are the most optimistic compared to the other generations while Boomers are significantly less optimistic on how they view their finances for 2018. Additionally, US Born are significantly more optimistic than the larger base of Foreign Born and those born in Puerto Rico and moved to the U.S. ... Read More

Now nearly 6 in 10 Spanish Dominant Hispanics have an optimistic view about their finances over the next 12 months, an SSG national representative survey of nearly 500 found. There has been a significant rise of households perceiving that their finances will be “Much Better + Better”. Higher consumer spend is expected. ... Read More

U.S. Marketers are quickly shifting growth priorities among multicultural (MC) segments, especially since the White Non-Hispanic (WNH) segment has been declining since 2016. The MC economic outlook for 2018 looks remarkably powerful for several reasons:
• The Employment-Participation rate is higher than WNH and continues to step up, especially for Hispanics
• Unemployment rate is at record lows for all MC segments
• Personal Income has continued to increase for all MC segments while it has slowed down for WNH.
... Read More

U.S. Marketers are quickly shifting growth priorities among multicultural (MC) segments, especially since the White Non-Hispanic (WNH) segment has been declining since 2016. The MC economic outlook for 2018 looks remarkably powerful for several reasons:

- The Employment-Participation rate is higher than WNH and continues to step up, especially for Hispanics

- Unemployment rate is at record lows for all MC segments

- Personal Income has continued to increase for all MC segments while it has slowed down for WNH.

This past year marked a turning point for the White Non-Hispanic population which declined for the first time ever, 10 years before the U.S. Census projection. Multicultural segments made up 100% of U.S. Population growth last year according to recently released 2016 ACS. While U.S. population growth is slowing overall, Multicultural segments are driving the expansion of the U.S. consumer base making up 4 in 10 Americans with Hispanics continuing to drive half of the entire U.S growth and the Other/Mixed Race segment delivering the fastest growing. Looking to the future, the Multicultural population in the U.S. is projected to reach 131 million in 2018. This tipping point is causing many marketers to reconsider with which segments to lead their growth efforts. ... Read More

It is not surprising that the employed population is currently more Multicultural than ever before at 35% of up from 28% in 2012, according to SSG’s analyses of the Bureau of Labor Statistics latest job data. What is surprising is that White Non-Hispanics showed a marked turnaround from five years of consistent trends when Hispanic, African American, and Asian generated around two thirds of all job growth but only 54% of all new jobs created in 2017. ... Read More

Effective marketers seek a balance between preferences in common across major segments and leveraging nuances that may increase segment relevancy and act as more direct triggers to purchase by connecting at a deeper emotional level with segments. The real question is whether homogeneous vs. targeted messages would attain the needed relevance level to cause additional prospects to purchase.

Marketing to Millennials is no exception to this conundrum. Millennials were not created equal in political outlook, mindset, consumer behavior or brand predisposition. Demographically, half of Latina Millennials and Non-Hispanic White Millennial Women are married but two-thirds of Latinas have children vs only half of those Non-Hispanic. Yet, demographics is only at the surface of any segmentation.